Why express uplifts in points rather than percentages?

Percentage points are preferred in mathematics and statistics

In general, comparing two percentages using points is a widely preferred approach, both mathematically and statistically.

More relevant comparisons

For instance, an uplift of +10 point can represent a difference of +25% or +200%. With the point as a comparison tool, we're interested in pure uplift, without taking into account the base value for non ad recallers. This enables us to offer much more relevant performance comparisons.`

Essential for our benchmark

Our analysis method focuses on comparing performance against benchmarks. We therefore need to take into account the uplift itself, without adding the initial value parameter observed on the control population (in the example, 40% or 5%). The latter would in fact be a bias.